Hashtags used to be the secret weapon of social media. A well-placed #FinanceTips or #SmallBusinessSuccess could get your post in front of hundreds, if not thousands, of new eyes. But social platforms have changed, and hashtags no longer carry the weight they once did.
If you’re still relying on hashtags to drive engagement, it might be time to shift gears. Social media today is less about keywords and more about creating real, engaging content that connects with the right audience.
What Changed?
Social media algorithms are smarter now. Instead of focusing on hashtags, they prioritize behavior. Platforms like Instagram and LinkedIn analyze how people interact with posts—what they like, share, comment on, and spend time reading.
This shift means that hashtags, while still useful for categorization, are no longer the driving force behind content discovery. Posts are now served to users based on relevance, interests, and engagement history, not just the hashtags attached to them.
Where Hashtags Still Work
That’s not to say hashtags are completely useless. They still serve a purpose, especially for:
- Niche Discovery: Specific hashtags like #FinancialPlanning or #EstatePlanningTips can help people find content tied to their interests.
- Community Building: Industry or local hashtags can connect you with others in your field or area.
- Searchability: On platforms like LinkedIn, hashtags make it easier to find posts on specific topics.
What Matters More Now
If hashtags aren’t the key to success anymore, what is? Two things stand out:
1. Better Content
Content that speaks directly to your audience’s needs is more valuable than any hashtag. Instead of chasing trends, focus on posts that:
- Answer common client questions.
- Offer helpful tips or insights.
- Highlight your team’s expertise in an approachable way.
Your audience will respond to content that feels relevant, thoughtful, and useful.
2. Genuine Engagement
Platforms reward engagement, and that doesn’t just mean likes. It’s about real conversations. Take time to respond to comments, participate in discussions, and share meaningful insights.
Authenticity always wins. Rather than focusing on reaching more people, focus on connecting with the ones who already follow you.
How to Use Hashtags in 2025
While they may not be the powerhouse they once were, hashtags still have a role to play. Here’s how to use them wisely:
- Keep it simple: Use 3–5 targeted hashtags that reflect your industry or topic.
- Go specific: Broad hashtags like #Success won’t help much. Opt for focused tags like #FinancialAdvisorTips or #SmallBusinessGrowth.
- Treat them as a bonus: Your content should stand on its own. Hashtags can add context, but they shouldn’t be the main focus.
Hashtags have evolved, and so should your strategy. Instead of chasing clicks through tags, invest in creating content that truly connects with your audience. Authenticity, engagement, and value matter far more than any hashtag ever could.
If you’re ready to move beyond hashtags and focus on what works, Dellosa & Co. can help. Let’s create content that resonates.
